We know that most of you are outside barbequing, fishing,
lounging, swimming, or any other fun outdoor family activity. But, it is also important to pay tribute to
the reason we celebrate July 4th.
Our company, iLantern, is actually named after Paul Revere’s famous
ride. You remember from your history books: “One, if by land, two, if by
sea”. Depending on how many lanterns
were in the North Church window was the indicating trigger/signal to let
everyone know which way the British were coming.
That was a monumental trigger in American history, but today
we have triggers that happen all the time in our every day lives.
At iLantern, we are always looking for triggers. If you aren’t familiar with the term triggers,
here is our definition:
1. A condition or
event/s that have occurred in any given company that precipitate a sales and
marketing opportunity to deliver the right message to customers and leads at
the right time.
You ask: what does this have to do with everyday life? Triggers are everywhere. Once you start noticing why you make the decisions
you do, when you are barbequing, fishing, at the grocery store, playing tennis,
golfing, or walking your dog, you will see that most of your decisions are
based on event data that has occurred.
Here are some examples:
1.
Fishing
– Did you look to make sure the tide is right and the fish are actively
feeding?
2.
Barbequing
– Have the coals reached that perfect grey color, so you know your burgers will
get the perfect sear.
3.
Tennis
– Did you read your opponent’s body language to see that they are going down
the line or cross-court and move accordingly.
4.
Golfing
– Did you check for rolled greens? How fast and how far is your ball going to
go?
5.
Grocery
Shopping – Did you find the specials that are on sale this week, take an
inventory and plan your dinners?
Back at work, you are constantly looking for event triggers
to let you know if your leads and clients are in a position to buy or, equally
important, not to buy. With Big data as
all the rage and marketing automation to help measure behavior and create
actions, triggers help to make those actions that much more timely and that
much more relevant. It is the difference
between preemptively reading the signs (the tide is perfect and the fish are
feeding) or responding after someone has told you that the tide is perfect and
the fish are feeding.
The value of triggers to help craft our decision making
process is invaluable in both our business and our every day lives.
Go make a mental note to seek out triggers and you will
begin to see them everywhere. Let us
know what you discover.
Visit us at: www.ilantern.com
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